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Their respective World Cup studios have been pored over, their lineup of pundits analysed almost as much as the matches. But when it came to the tournament’s final, the result was clear – audiences once again picked the BBC over ITV.
Four times as many people turned to the BBC to watch Spain secure victory over a belligerent Argentina, very similar to its lead over ITV four years ago.
The BBC enjoyed an average audience of 9.7 million viewers, with ITV recording 2.4 million, according to the Digital i agency.
The BBC’s main coverage, presented by Gabby Logan and featuring Alan Shearer, Micah Richards, Joe Hart and Wayne Rooney, peaked at 13.6 million viewers. Guy Mowbray took on commentary duties.
ITV’s coverage, presented by Mark Pougatch and including Gary Neville, Ian Wright and Roy Keane, peaked at 3.4 million viewers. Sam Matterface was its commentator, alongside expert summariser Lee Dixon.
It means ITV has not closed the gap with the BBC for the tournament’s conclusion. Four years ago in Qatar, the BBC had an overnight average audience of 9.2 million, with ITV recording 2.8 million, according to Digital i.
The result will reassure BBC bosses over their decision not to cover the tournament from the US until its very late stages. Its choice to use a new set in Salford was compared unfavourably to ITV’s Brooklyn studio.
However, most in the television world believe it is simply the lack of adverts that gives the BBC a huge advantage over its rival.
ITV has also been praised by TV insiders for its shrewd move in bringing in pundits Neville and Keane, ensuring it would benefit from the viewers attracted by the pair’s hit podcast Stick to Football.
The BBC’s decision not to broadcast from the US is still a contentious one in the TV world, despite the popularity of its final coverage. “You have to show up for the World Cup,” said one senior figure in sports broadcasting.
It will not be confronted with the same decision at Euro 2028 in two years’ time. The tournament is being hosted in the UK and Ireland.
The viewing figures come as huge cuts are taking place at the corporation, with more coming to BBC Sport later in the year. Part of the decision to host most of the World Cup coverage from a new UK studio was to ensure it could then be used for Match of the Day.
All broadcasters have also been trying to adapt to the huge changes in consumption as audiences turn to phones and digital platforms for football content. The BBC’s new football YouTube channel generated 100m views. Across social media, BBC clips, interviews and analysis attracted 2.55bn views.
“Our ambition was to be there for audiences every step of the way, not just during the matches, but every hour in between,” said Alex Kay-Jelski, the director of BBC Sport.
“We wanted to tell the stories behind the tournament, bring fans closer to the biggest moments and innovate in ways that made the experience richer than ever before. The response has been extraordinary.”
